cdc p4 branding guidelines - cardno's p4 project ... · cdc p4 branding guidelines ......

CDC P4 Branding Guidelines

Branding Guidelines

Effective Development

is our Business Australia Belgium Canada

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United States Operations in 85 countries

www.cardno.com/emergingmarkets

Prepared by: Cardno Emerging Markets USA, Ltd. (Formerly Emerging Markets Group, Ltd.) Prepared for: The Centers for Disease Control & Prevention: Center for Global Health/Division of Global HIV/AIDS Cooperative Agreement No: PS002068 CDC’s Public-Private Partnerships in PEPFAR Countries Project (CDC P4) May 31, 2013

http://www.cardno.com/emergingmarkets

Branding Guidelines: CDC’s Public-Private Partnership in PEPFAR Countries Project ii

TABLE OF CONTENTS

Acknowledgements .................................................................................................................................. 3

Cardno Contact ........................................................................................................................................... 3

Acronyms .................................................................................................................................................... 5

1. Overview ................................................................................................................................................. 6

2. Brand Strategy and Creation .............................................................................................................. 6

3. Legal Considerations ............................................................................................................................ 7

3.1 Copyright ...................................................................................................................................... 7

3.2 Trademark ..................................................................................................................................... 7

4. Graphic Design of Logo ........................................................................................................................ 8

5. Logo Size and Clear Space .................................................................................................................... 8

5.1 Logo Size ...................................................................................................................................... 8

5.2 Logo Clear Space .......................................................................................................................... 8

6. Logos Use and Placement ................................................................................................................... 9

6.1 Logo Usage ................................................................................................................................... 9

6.2 Logo Placement ............................................................................................................................ 9

7. Brand Nomenclature and Typography ............................................................................................. 9

7.1 Nomenclature ................................................................................................................................ 9

7.2 Typography ................................................................................................................................. 10

8. Co-Branding ......................................................................................................................................... 10

9. Sub-Branding ....................................................................................................................................... 11

10. Brand Application ............................................................................................................................ 11

10.1 Signage and Events ..................................................................................................................... 11

10.2 Promotional Merchandise ........................................................................................................... 12

10.3 Communications Materials ......................................................................................................... 13

10.4 Stationery .................................................................................................................................... 14

Sources ....................................................................................................................................................... 15

Branding Guidelines: CDC’s Public-Private Partnerships in PEPFAR Countries Project 3

ACKNOWLEDGEMENTS

The Public-Private Partnerships in PEPFAR Countries Project (CDC P4) is a five-year cooperative

agreement awarded to Cardno Emerging Markets USA, Ltd. by the U.S. Centers for Disease Control and

Prevention (CDC), Center for Global Health (CGH), Division of Global HIV and AIDS (DGHA). The

objective of the project is to support the Office of the U.S. Global AIDS Coordinator (OGAC) and CGH,

DGHA in the scale-up of public-private alliances in PEPFAR countries. Cardno serves as the Global

Secretariat by assisting the CDC, CGH, DGHA to manage and administer a growing number of public-

private partnerships (PPPs).

The CDC P4 Branding Guidelines were produced with funding from U.S. Centers for Disease Control

and Prevention under Cooperative Agreement Number PS002068. In its capacity as Global Secretariat for

CDC P4, Cardno has developed multiple pillars to support the implementation, scale-up and replication of

PPP activities. The development of these Branding Guidelines, under the Strategic Communications

pillar, is in furtherance of the Secretariat’s commitment of developing technical tools to support PPPs

managed by CDC P4.

The CDC P4 Branding Guidelines were produced by the CDC P4 Project Team, including Vance

Whitfield, Communications Specialist; Ophelia McMurray, CDC P4 Project Director; Tijuana James-

Traore, HFG Associate Director. Renee Saunders, CDC Project Officer, is acknowledged for her review

of the CDC P4 Branding Guidelines. Multiple individuals and organizations contributed to the

development of these Branding Guidelines and are acknowledged, including OGAC, CDC, CGH, DGHA,

USAID and APCO Worldwide.

The design and creation of the HIV-Free Generation logo kit is attributed to APCO Worldwide. The

examples of the HIV-Free Generation logos used in the guidelines originate from The Partnership for an

HIV-Free Generation (HFG), a PEPFAR-funded PPP supported by CDC P4. The example of the Shuga

logo is attributed to its creator, MTV Staying Alive Foundation, in its partnership role under HFG.

CARDNO CONTACT

For questions and more information on the CDC P4 Project contributions please contact:

Ms. Ophelia McMurray, Project Director

CDC's Public-Private Partnerships in PEPFAR Countries Project

Cardno Emerging Markets USA, Ltd.

2107 Wilson Boulevard, Suite 800

Arlington, VA 22201-3096

E-mail: [email protected]

Project E-mail: [email protected]

Project Web: www.cdcp4.org

Cardno Web: www.cardno.com/emergingmarkets

mailto:[email protected]


http://www.cdcp4.org/

http://www.cardno.com/emergingmarkets


This document is part of Cardno’s CDC P4 PPP Toolkit which was produced with funding from U.S.

Centers for Disease Control and Prevention (CDC), Center for Global Health (CGH), Division of Global

HIV and AIDS (DGHA), under Cooperative Agreement Number PS002068. Its contents are solely the

responsibility of Cardno Emerging Markets USA, Ltd. and do not necessarily represent the official views

of CDC.

Any use of its contents must be accompanied with credit acknowledging Cardno as the source. The

following acknowledgement should be attributed to Cardno in any official communication or use of

this document:

(NAME OF USING ORGANIZATION) produced the (NAME OF

REPORT/STUDY/PUBLICATION) with use of the “CDC P4 Branding Guidelines,” a document

developed by Cardno’s CDC P4 Project, funded by the U.S. Centers for Disease Control and

Prevention (CDC), Center for Global Health (CGH), Division of Global HIV and AIDS (DGHA)

under Cooperative Agreement Number PS002068.


ACRONYMS

CDC – U.S. Centers for Disease Control and Prevention

CDC P4 – CDC’s Public-Private Partnerships in PEPFAR Countries Project

CGH – Center for Global Health

DGHA – Division of Global HIV and AIDS

HFG – The Partnership for an HIV-Free Generation

OGAC – Office of the U.S. Global AIDS Coordinator

PEPFAR – U.S. President’s Emergency Plan for AIDS Relief

PPP – Public-Private Partnership


1. OVERVIEW

The objective of these branding guidelines is to provide guidance to the public-private partnerships

managed under the Cardno CDC’s Public-Private Partnerships in PEPFAR Countries Project (CDC P4),

and other global public health PPPs, on the creation of universal standards that build and protect brand

identity. These guidelines can be customized to any global health PPP to achieve its programmatic and

communications objectives. The guidelines provide an orientation on partnership branding in the

following areas: 1) brand strategy and creation; 2) legal considerations; 3) graphic design of logo; 4) logo

size and clear space; 5) logo use and placement; 6) brand nomenclature and typography; 7) co-branding;

8) sub-branding; and 9) brand application. The guidelines are designed for use by the partnership partners,

including public and private sector stakeholders and any implementing partners. Also, any third-party

organizations that solicit the use of any tool or intellectual knowledge produced under a partnership must

also adhere to these guidelines.

What is branding? Branding is the business marketing term used to describe the differentiation of one

product or service from other competing products/services in the same market by a unique logo, design,

or symbol. Branding is more than just physical marking. A brand is also a product/service’s promise of

quality to the customer and communicates what the costumer can expect from that product/service.

Beyond the physical logo, design or symbol, a brand also refers to the perception audiences and

customers have about the product/service quality. In the context of global health PPPs branding is used to

connote the mission, character and programmatic objectives of a given partnership.

(www.interbrand.com, www.entrepreneur.com).

2. BRAND STRATEGY AND CREATION

A brand represents the identity of the partnership and helps to communicate its mission and programmatic

objectives to its target audiences. The creation of an overall brand strategy is an important step in the

process of building this identity. The strategy is created as a result of substantial research and strategic

planning by a partnership. A partnership’s brand strategy should consist of knowing how, what, where,

when and to whom it communicates its key messages, including those that are visual, verbal and written

(www.entrepreneur.com).

A successful brand strategy includes consistent communication that helps to build strong brand equity

over the life of the partnership. Through a consistent strategy a partnership’s brand will gain intrinsic

value that will generate positive reception and emotional attachment among its target audience. Brand

definition includes answering the following questions:

What is the partnership’s mission?

What are the partnership’s benefits and assets?

What do target audiences, or what may target audiences think of your partnership and its

mission, programmatic objectives, and activities?

What qualities does the partnership want associated with it? (www.entrepreneur.com).

After a partnership has defined its brand the following steps are recommended to effectively communicate

the brand:

http://www.interbrand.com/

http://www.entrepreneur.com/




Strategic placement of partnership logo: A logo should be placed on every form of

communication representing the partnership.

Build internal brand knowledge: All partners should have a sound understanding of its

mission and key messages, e.g. all partners should know the “elevator speech” for the

partnership.

Create communications and marketing materials: Using partnership logo, develop standard

communications and marketing materials, such as letterhead, newsletters and brochures, with

an appropriate feel that communicates the spirit of the partnership.

Deliver on the partnership’s mission: Through effective program implementation, target

audiences, stakeholders and beneficiaries will place trust in the partnership’s brand.

(www.entrepreneur.com).

3. LEGAL CONSIDERATIONS

In order to efficiently address any infringement of its brand integrity or any elements that may detract

from the partnership’s strategic communications objectives, a partnership should consider use of the

following tools.

3.1 Copyright

A global health partnership typically generates original knowledge documents or other written forms of

expression that are valuable for various purposes. Given their value it is recommended that partnerships

copyright such written forms of expression. Copyright protection is provided to the authors of an original

work of authorship, including literary, dramatic, musical, artistic and other intellectual works. This

protection is available for both published and unpublished works. Any written or other forms of

intellectual works developed under a partnership, e.g. knowledge documents or websites should be

copyrighted. In the case of U.S. Government-funded projects, refer to the governing clauses.

There are several major international copyrights treaties that offer a framework to address protection

against infringement. They are the following: i) Berne Convention for the Protection of Literary and

Artistic Works (Berne Convention); ii) Universal Copyright Convention; and iii) World Intellectual

Property Treaty. Instructions on copyright law in the United State are available on the U.S. Copyright

Office website (www.copyright.gov). Alternatively, for all other countries refer to the UNESCO database

on national copyright laws worldwide (UNESCO database on national copyright laws).

3.2 Trademark

Given the intrinsic value of a partnership’s brand and logo it is recommended that a partnership

trademarks its name and/or logo to protect it from unauthorized use from third-parties. A trademark is a

brand name that refers to any word, name or symbol, or any combination, used to identify and distinguish

the products/services of one seller from another to recognize their original source. To legally protect the

trademark against infringement it must be registered with the designated national entities. For example, in

the United States partnerships can refer to the U.S. Patent and Trademark Office for information and

instructions on trademark registration. Partnerships registered in other countries can refer to the relevant

national entities, e.g. Ministry of Trade and Commerce. A trademark can also be registered internationally

as established under the Madrid Protocol, which allows for international registration through a national

office. For more information of the international trademark registration under the Madrid Protocol visit

www.wipo.int/madrid/en/.


http://www.copyright.gov/

http://portal.unesco.org/culture/en/ev.php-URL_ID=14076&URL_DO=DO_TOPIC&URL_SECTION=201.html

http://www.uspto.gov/trademarks/index.jsp

http://www.wipo.int/madrid/en/


In order to protect the partnership against legal liability for the use by third-parties of its knowledge

products, intellectual property, or other content, the use of a disclaimer is recommended. A disclaimer is a

defensive statement used by one party to protect itself from unwanted claims or liability to third-parties.

The following standard disclaimer language should be used by third-parties when giving recognition to

the partnership in the third-party’s published material:

The views and opinions expressed in this article are those of the authors and do not necessarily reflect the

official policy or position of NAME OF PARTNERSHIP.

4. GRAPHIC DESIGN OF LOGO

Partnership logos should be designed based on standard color protocols such as a PANTONE® color

palettes. This will facilitate the reproduction of logos on any print and digital communications. The

partnership should choose a color that conveys the spirit of the mission and objectives of the partnerships.

For example, the colors of the logo created for The Partnership for an HIV-Free Generation were

strategically chosen to compliment the spirit of its mission and objectives of promoting youth HIV

prevention. Green was chosen to connote harmony and peace while blue was chose to connote honesty

and trustworthiness.

5. LOGO SIZE AND CLEAR SPACE

The correct size and dimension, usage and placement should be defined in the Memorandum of

Understanding or contract that governs the partnership and should be adhered to at all times. This will

ensure the logo remains visible and recognizable in order to build the partnership’s brand identity.

5.1 Logo Size

A minimum height and width for the partnership’s logo should be designated to ensure its maximum

visibility and quality in print and digital spaces. This minimum size should always be followed when

considering co-branding among logos from donor and partners.

5.2 Logo Clear Space

A minimum space surrounding the logo should be determined to keep it clear of any competing logos,

images, graphic or typographic elements that would detract from the logo’s identity. This clear space

should be adhered to at all times.

http://www.pantone.com/


6. LOGOS USE AND PLACEMENT

6.1 Logo Usage

The logo should never be altered, recreated, translated, or distorted under any condition and the color

should be maintained. Examples of correct and incorrect uses are provided below:

Correct usage: Incorrect usage: Incorrect usage:

6.2 Logo Placement

The partnership should designate the placement of its logo on all print and digital spaces, such as

publications, letterhead and website to ensure optimum visibility and recognition. The logo placement

should be designated for physical spaces on marketing collateral and commodities, such as banners and

vehicles. The placement of the logo must always take into account the minimum logo clear space as

designated by the partnership.

7. BRAND NOMENCLATURE AND TYPOGRAPHY

7.1 Nomenclature

A partnership should be consistent with the way its name is written and used. If the partnership’s name is

long it should adopt an abbreviated derivative, one agreed upon by all partners, that captures the spirit of

the partnership. An example of an abbreviated derivate is The Partnership for an HIV-Free Generation,

which is also interchangeably used and recognized as HIV-Free Generation and HFG. The correct use of

the partnership’s name and its derivative is important to maintain brand consistency. This streamlines the

communication of the partnership’s brand identity where space limitations exist.

Examples of correct partnership nomenclatures and derivatives of The Partnership for an HIV-Free

Generation:

Correct Nomenclature Incorrect Nomenclature

The Partnership for an HIV-Free Generation NOT the Partnership for an HIV-Free Generation

DO NOT alter the color

combination of the letters

and square.

DO NOT distort,

disorient, or redirect

the logo.

X X


This is incorrect because the “t” in “The” should

always be capitalized.

The Partnership for an HIV-Free Generation NOT

The Partnership for an HIV Free Generation

This is incorrect because the “hyphen” after “HIV” is

omitted. The “hyphen” must always be used.

Correct Derivations and Abbreviations Incorrect Derivations and Abbreviations

HIV-Free Generation NOT

HIV-free Generation

This is incorrect because the “f” in the “Free” is not

capitalized. It must always be capitalized.

HIV-Free Generation NOT

HIV free Generation

This is incorrect because the “f’ in the “Free” is not

capitalized. It must always be capitalized. This is

also incorrect because the “hyphen’ after “HIV” is

omitted. The “hyphen’ must always be used.

HFG NOT

Hfg

This in incorrect because all initials in “HFG” should

always be capitalized.

7.2 Typography

Partnerships should choose a typeface to use on all print communications and marketing materials. The

use of a particular typeface promotes the partnership’s brand consistency.

For example: Calibri typography

CALIBRI REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz - 1234567890!”#$&%()+/?@

CALIBRI BOLD


CALIBRI BOLD ITALIC


8. CO-BRANDING

All partner logos should be equal in size, graphic quality, and dimension. All co-branding and logo

placement should be governed by the contract, Memorandum of Understanding or other agreement

governing the partnership. Strict adherence to logo size and clear space requirements is required as set


forth above. Co-branding provides an opportunity for partners to not only promote the partnership, but

their individual brands as well through their partnership affiliation. However, the interest of the

partnership should take precedence over the needs of any individual partner.

9. SUB-BRANDING

Sub-brands and logos created for a special product or tool funded under a partnership should be approved

by all the partners before creation. This sub-brand might also include a separate logo. A special contract

or agreement may be appended to the partnership’s ruling contract or agreement that will govern the use

of this sub-brand. For example, a sub-brand may be created for the production of a media product such as

the TV series Shuga, which was created as a youth HIV behavior change communication tool under The

Partnership for an HIV-Free Generation.

Example of Shuga sub-brand logo co-branded with The Partnership for an HIV-Free Generation’s

partners.

10. BRAND APPLICATION

To enhance a brand’s identity the partnership logo should be applied to all communications materials,

marketing collateral, promotional merchandise, and other partnership assets. All the above-mentioned

guidelines should be followed when applying the logo.

10.1 Signage and Events

A partnership logo can be applied to the signage and print and marketing materials in order to promote the

visible recognition of the partnership’s brand. The logo can be applied to items such as wall signs,

banners and backdrops. These products should be used strategically to sufficiently brand partnership-

related events.


Example: The Partnership for an HIV-Free Generation-branded banner

10.2 Promotional Merchandise

The partnership logo can be applied to the following promotional merchandise to distribute at industry

conferences and/or partnership events: T-shirts, bags and hats.

Example: The Partnership for an HIV-Free Generation-branded t-shirts


10.3 Communications Materials

A partnership logo can be applied to the following communications materials: PowerPoint presentation

slide, press releases, success stories and reports.

Example: The Partnership for an HIV-Free Generation-branded PowerPoint slide (title slide, body slide,

end slide)


10.4 Stationery

A partnership logo can be applied to the following types of stationery to be used by the partners involved

in the implementation of the partnership’s activities: letterhead and business cards.

Example: The Partnership for an HIV-Free Generation-branded business cards

For any questions and inquiries

about the CDC P4 Branding

Guidelines, please contact CDC P4

Communications Specialist at

[email protected].



SOURCES

APCO Worldwide. http://www.apcoworldwide.com/

Blackett, T. (April 2004) What is a Brand? A Chapter from Brands and Branding. An Economist Book.

Retrieved November 29, 2012 from http://www.brandchannel.com/images/Papers/What_is_a_Brand.pdf

Copyright Office. Retrieved November 29, 2012, from www.copyright.gov

Interfaith Health Program Public-Private Partnership. http://www.interfaithhealth.emory.edu/

MTV Staying Alive Foundation. http://stayingalivefoundation.org/

PANTONE. http://www.pantone.com

UNESCO. Collection of National Copyright Laws. Retrieved on November 29, 2012 from

http://portal.unesco.org/culture/en/ev.php-

URL_ID=14076&URL_DO=DO_TOPIC&URL_SECTION=201.html

USAID (2005) Graphics Standard Manual Retrieved November 29, 2012, from

http://transition.usaid.gov/branding/USAID_Graphic_Standards_Manual.pdf

U.S. Patent and Trademark Office. Retrieved November 29, 2012, from http://www.uspto.gov/trademarks

The Partnership for an HIV-Free Generation. www.hivfreegeneration.org

Williams, John. (May 2005). The Basics of Branding. www.entrepreneur.com. Retrieved November 29,

2012 from http://www.entrepreneur.com/article/77408

World Intellectual Property Organization. Retrieved November 29, 2012, from www.wipo.int/madrid/en/

http://www.apcoworldwide.com/

http://www.brandchannel.com/images/Papers/What_is_a_Brand.pdf

http://www.copyright.gov/

http://www.interfaithhealth.emory.edu/

http://stayingalivefoundation.org/

http://www.pantone.com/



http://www.uspto.gov/trademarks

http://www.hivfreegeneration.org/


http://www.entrepreneur.com/article/77408

http://www.wipo.int/madrid/en/

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